As a child, travelling the M1 motorway, I fell in love with the Norbert Dentressangle brand. It made me aware of the peculiarity of words and their inherent power.
I still look out for their lorries today, as does my wife (a habit she grew up with entirely independently), as do our children.
Ignoring the ‘individual as cliché’ is all well and good, but it does invite an even bigger issue: how do you convince ‘individuals’ that they are that, when 99.9% of advertising and human behaviour focuses on being just like everyone else!
Still, there’s only one Norbert Dentressangle.